Nutrition Business Journal

Endurance drives innovation

New science and greater demand takes sports nutrition out of the weight room

When Sunny Blende first ran the Western States 100-mile Endurance Run in Squaw Valley California in 1981, few people had ever heard of an ultramarathon, and the endurance sports nutrition industry had yet to be born. “We drank flat, watered-down Coke along the course and ate Oreo cookies and PB and J sandwiches at the aid stations,” recalls Blende, a sports nutritionist and veteran ultrarunner. “That’s all we had.”

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